Americana Preserved

American LaFrance, two construction workers and one hippie

Feature Article from Hemmings Motor News

We're not entirely convinced that this 1862 white clapboard firehouse, immortalized by noted illustrator, Norman Rockwell, would actually have been able to accommodate the mid-'60s Century series American LaFrance pumper depicted here, poised to trade paint with its vintage predecessor. But that's missing the point: Stockbridge, Massachusetts' resident celebrity illustrator was depicting "Americana."
Rockwell, born in 1894, lived in Stockbridge from 1953 until his death in 1978.
Hose House No. 1, on Elm Street, was in use until the 1950s. It was purchased by the Red Lion Inn in 1974 and now serves as their most popular guesthouse.
ATO, parent company of LaFrance at the time, commissioned Rockwell to produce a series of four illustrations to advertise their various divisions. This ad, entitled The new American LaFrance is here!, ran in 1971.
In an ad for Safway scaffolds, the illustration, You've Got To Be Kidding, portrays construction workers unhappily sharing their rough-and-tumble scaffolding domain with a guitar-playing hippie. Well, it was 1972, after all.
Rockwell also produced illustrations for ATO's Rawlings (sporting goods) and Adirondack (sleds) divisions.
In each case, a nearly two-foot-square poster of the illustration was available by mail for a mere two bucks, postage paid. What a deal!
American LaFrance dates its inception by Truckson LaFrance and partners to 1872, though its roots trace to circa 1832. Around 1900, it merged with American Fire Engine Co. to become American LaFrance Fire Engine Co. From there, its rocky history of ownership and manufacturing twists and turns demands far more space than can be afforded here.
Stockbridge, Massachusetts, has its own proud history, and strives mightily to retain its Rockwellian charm, including the preservation of Hose House No. 1, as photographed in 2007.
No word on whether firehouse guests are afforded the opportunity to slide down a brass pole for breakfast.

This article originally appeared in the October, 2008 issue of Hemmings Motor News.